Snap! JWT grabs all of Kellogg's accounts

A spring clean at Kellogg's will see Australia's leading breakfast cereal maker consolidate all of its brand advertising business with J. Walter Thompson Sydney.

Leo Burnett will be the loser from the changes and is expected to lighten its staff roster after losing multimillion-dollar brand accounts such as Coco Pops, Froot Loops, K-time Twists and Just Right.

J. Walter Thompson will add the brands to its current roster, which includes Kellogg's Corn Flakes, Nutri-Grain, Special K and Sultana Bran.

The move is seen as part of a global trend in the advertising industry to simplify relationships both horizontally and vertically.

While Kellogg's has run a two-agency roster for years, J. Walter Thompson ended up with the majority of its brands, and it "made sense to look at consolidation", said Kellogg Australia managing director Michael Bracka.